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How to Leverage Emotional Value as a Brand Growth Advantage?
If there is one term that has dominated the industry in the past two years, it is undoubtedly 'emotional value.' Brands, agencies, and media alike are touting the importance of emotions, and consumers are indeed buying into it. This article explores what emotional value truly means and how brands can harness it to empower marketing and communication, emphasizing the significance of social emotions over individual ones.
空手How Carrefour Innovates and Iterates in the Taiwan Market
This year marks the 35th anniversary of French retailer Carrefour's entry into the Taiwan market. Since 1988, Carrefour has become an indispensable channel for local consumers' daily shopping. In contrast, Carrefour has frequently encountered setbacks in mainland China in recent years, raising curiosity about why its fortunes differ so greatly across the strait. This article aims to analyze Carrefour's market strategies and operational innovation in Taiwan, providing effective experience and inspiration for retail enterprises and global supply chain cooperation upgrades.
高志萍Merging Three Distributors in Five Years, Doubling Business: How Did He Master 'Distributor M&A'?
Distributors face increasing pressure. According to the '2023-2024 China FMCG Distributor Operating Conditions Survey Report' released by New Distribution in August, about 50% of distributors experienced declining revenue and profits in the first half of this year. In the snack food sector, only 31.4% saw revenue growth and 8.6% saw profit growth. In this environment, one distributor, Yi Dianlong, has found a path through mergers and acquisitions, growing his business from 20 million to 80 million yuan in five years.
葛畅How Should FMCG Professionals Respond During Periods of Sales Growth Pressure?
People in the FMCG industry have frequently heard about poor market conditions, declining business, unmet targets, and unreachable sales performance. These phenomena indicate that the era of rapid growth has passed, and the period of sales growth pressure has arrived. During sales growth, companies thrive, and employees receive promotions, raises, and bonuses, with a promising future. However, under sales growth pressure, it is the stage of 'big fish eat small fish, fast fish eat slow fish.' To survive, companies set growth targets even when sales are hard to increase. This is why...
CiciThe End of the Double 11 Gala: A Consumer Era Comes to a Close
Qiu Hao and Guan Yiwen argue that all unnecessary expenses eventually become part of the product price. On November 9, 2016, the final rehearsal for Tmall's Double 11 Gala was underway at the Shenzhen Universiade Center, with international stars like Kobe Bryant, David and Victoria Beckham, Thomas Müller, OneRepublic, Scarlett Johansson, and others set to perform. However, Katy Perry, who was scheduled to headline, canceled at the last minute after her preferred candidate, Hillary Clinton, lost the U.S. presidential election. Eight years later, Alibaba has decided to discontinue the gala, marking a shift from a grand celebration to a more direct sales approach.
晚点团队Don't Sell Cheap Goods, Sell Goods Cheaply
On October 26, at the 2024 'Power of Evolution·Liu Run Annual Speech', I said: Customers 'always' want to buy better products at lower prices. This was true 100 years ago, and it will still be true 100 years later. This should also be the eternal pursuit of enterprises. However, in recent years, there has been a widespread race to the bottom on price. Without the lowest, only lower. In the end, when there is nothing left to cut, quality is sacrificed for lower prices. But on JD.com, I heard a different answer: Don't sell cheap goods, but sell goods cheaply.
刘润Distributors: How Can There Be Business Growth Without Perfect Execution?
Recently, while visiting the market with a company's marketing team, I observed some common phenomena. After in-depth discussions, it became clear that these issues stem from incomplete small closed loops in marketing. For a company's model to operate smoothly and achieve sales and profit growth, every node must form a closed loop. This article illustrates this with examples from market visits, such as the closed loop for blank outlets, the closed loop for sales velocity, and the closed loop for expense implementation.
高级研究员 海游Zhu Gu Trading Wang Xiaohong: The Growth Path from Sales Champion to Major Distributor
Wang Xiaohong, founder of Kunming Zhugu Trading, has grown her company by over 30% annually for years, becoming a leading distributor in the region. Her journey from a sales champion to a major distributor highlights the importance of team, organizational transformation, and a philosophy of 'seeking small satisfaction'.
陈思廷How FMCG Brands Can Excel in D2C: The 'Near-field Brand Official Flagship Store' Provides the Answer
At the 2024 Instant E-commerce Future Business Summit held on October 23, Ele.me CEO Han Liu announced a '1+2' long-term strategy, focusing on building a distinctive instant retail business and an instant logistics network. The platform also launched its strategic project, the 'Near-field Brand Official Flagship Store,' aiming to help brands achieve efficient D2C operations, precise consumer insights, and sustainable growth.
秦淮Behind the Hot Sales of Crayfish Noodles: How Master Kong Leverages Night Market Culture to Tap into a New Consumption Trend?
In recent years, driven by consumption upgrades, instant food has shifted from 'convenience needs' to 'premium experiences.' As consumers demand higher quality and unique flavors, the instant food industry has seen a trend toward premiumization. More brands are moving beyond traditional seasoning packets to explore new ingredient pairings and innovative processes. Especially among younger consumers, the positioning of instant food is being redefined: they expect it to offer not just convenience but also 'cultural experience' and 'emotional resonance.' Against this backdrop, Master Kong...
丹序Major Move: Three Squirrels Strategically Acquires Two Discount Brands, Ailingshi and Aidazhe, Signaling a Potential Tripartite Landscape in Snack Retail
On October 28, Three Squirrels announced its intention to acquire Ailingshi, a snack discount store chain based in Changsha, and Aidazhe, a full-category discount brand in Tianjin. Although the deal is still in preliminary stages and no formal agreements have been signed, it has already stirred significant attention, deepening Three Squirrels' presence in offline retail. Tang Guangliang, founder of Ailingshi, predicts that the bulk snack market will form a tripartite competitive landscape. This acquisition raises questions about Three Squirrels' strategy and its potential impact on industry trends.
赵胜男Li Zi Yuan's 'Midlife Crisis': Can Going Global Save the Brand?
Going global has become a common strategy for brands seeking new growth. In September 2024, Li Zi Yuan received its first Southeast Asian order, shipping 30 tons of sweet milk to the region, with plans to export to Laos, Myanmar, and Thailand. However, for a brand that has relied on a single product for over 30 years, it remains uncertain whether this move is a second growth curve or a lifeline.
唐雨昕Industry Exclusive | White Paper on Omnichannel Growth Strategies for High-Potential Emerging Brands
The fundamental issue all enterprises must address is growth. In 2024, Gartner surveyed 416 CEOs and executives globally, finding that 62% prioritized growth as their top business focus, the highest level since 2014. Amid market saturation, rising traffic costs, and intense price wars, brands face new consumer characteristics of personalization, fragmentation, and omnichannel behavior. This white paper focuses on high-potential emerging brands with revenue over 500 million RMB, addressing the challenge of transitioning from niche market structural growth to mainstream market omnichannel growth, with instant retail as the first step.
火曜石Giants Must Fight on Two Fronts; Small and Medium Manufacturers Should Switch Battlefields ASAP
Recent data for the first half of the year is as expected—poor. While 66% of listed FMCG companies saw performance declines, 34% grew. The key question is: who grew against the trend and what did they do right? The article argues that the apparent downturn masks the formation of industry endgames, where concentration increases and only a few players survive. Giants must fight on two fronts—competing fiercely for volume while upgrading product structures—while small and medium players should pivot to new battlefields like niche and segmented markets.
刘春雄Distributors Are Struggling to Survive—How Should Manufacturers Hold Their Annual Distributor Meetings?
As the economic downturn and rapid changes in offline channels put pressure on distributors, manufacturers must rethink their annual distributor meetings. This article suggests shifting from a simple gathering to a strategic session that aligns understanding, shares industry insights, and fosters co-creation to help distributors adapt and thrive.
袁来Spicy Konjac Market Grows Strongly, Weilong 'Creates Festival' to Attack Aggressively!
During market visits this year, distributors were asked what kind of big product gives them confidence to sell. A distributor from Wuxi said: doing business with young people is where growth lies. Weilong, a brand with high youth concentration, has been successful by continuously understanding and leanly operating for young consumer circles, turning product voice into brand sales through targeted strategies. Its 'Crazy 777' brand day for the Xiaomonv sub-brand, held on dates containing '7', used the homophone '777=eat eat eat' to create shopping rituals, driving significant sales growth, especially in O2O channels with a 842% month-on-month increase.
田静Co-building 'One Inventory for FMCG'! Anneng Smart Logistics and Genki Forest Launch Henan Joint Distribution Center
In September 2024, the 'Anneng Smart Logistics Henan Joint Distribution Center Opening Ceremony' was held at Anneng Smart Logistics Henan Mei'an Logistics Park, and the 'Henan DC Warehouse and Distribution Logistics Center' jointly operated by Genki Forest and Anneng Smart Logistics was officially launched. The event focused on 'One Inventory for FMCG and Brand Channel Digitalization', exploring practices to enhance freshness across all channels and support new growth through supply chain innovation.
安得智联The Highest Level of After-Sales Management: No After-Sales at All
Many FMCG companies and salespeople equate after-sales service with handling distributor returns, and most distributors share this view. In reality, resolving returns is just the final step; the goal of after-sales management is to have no returns. By properly managing pre-sales market and product planning and in-sales terminal inventory, returns can be minimized. Companies that manage the full product lifecycle see very low return rates and costs.
王正齐The Shelved Ice Dew: Where Is It Headed?
The war in the drinking water market has extended from summer to autumn, involving numerous brands and spanning multiple price points, bringing the timeline back to the 1-yuan price range of a decade ago. Amid this battle, one mineral water brand has gone into hiding, seemingly cut off from the fray, and is increasingly disappearing from consumers' view: Ice Dew, once a dominant player in the low-price water segment.
饮品营销Is Low Price the Only Way Out for 'Chinese-Style Retail'?
On the evening of August 26, Pinduoduo's stock plunged 30% intraday, its biggest drop since October 24, 2022. Known for its low prices, Pinduoduo is also controversial for its supplier and employee relations. Despite this, it remains China's fastest-growing e-commerce platform. Meanwhile, in the second half of the year, wholesale and discount supermarkets have been proliferating across regions, with 'hard discount' becoming a buzzword and a lifeline for traditional supermarkets. The article argues that China is not entering an era of full discounting but rather a further consumption stratification, with a vertical stratification centered on price, unlike Japan's horizontal stratification based on culture and social identity.
戚特The Chinese Dilemma in Retail
Lagging behind means being vulnerable, a harsh reality for China's retail industry. According to the 2023 China Supermarket TOP100 list by the China Chain Store & Franchise Association, over half of the listed companies saw revenue declines, and half of the top 20 saw both sales and store numbers drop. Learning from advanced Western retail practices is a key option, as highlighted by the new book "King of Sales per Square Foot" by Trader Joe's founder Joe Coulombe, which offers lessons for Chinese retailers.
窄播Will Even the Best Distributors Be Eliminated by the Times? How Do We 'Survive' and 'Win' Amidst Changing Eras
Finally! The domestic FMCG market has seen a major brand that truly understands traditional healthy beverages. With tea and sour plum juice cooling off, soybean milk—a staple healthy drink—has quietly maintained a high market share. Is soybean milk next in line for a 'explosive' category dividend? Joyoung Soymilk, leveraging its brand strength and channel advantages, has launched a self-standing pouch ready-to-drink series, aiming to help distributors seize market opportunities and achieve win-win outcomes.
ZoeyB2b In-depth Study Tour | Visit 'Luoyang Shendu Yigou' to Learn How to Build a Regional B2b from Scratch
According to the '2023-2024 China FMCG Distributor Business Condition Survey Report' released by New Distribution, only 55.0% of distributors achieved their Top1 brand sales target, and 63.2% saw profit declines. In response, the 'TOP500 China Distributor Supply Chain Alliance' (Tower Alliance) launched the 'B2b Platform Distributor In-depth Study Tour', with the first session visiting 'Luoyang Shendu Yigou' on October 16-17 to explore how regional distributors can transform into B2b platforms.
New DistributionFinal Sprint in the Peak Season for Beverages: How to Win the Last Battle?
As temperatures cool from north to south starting in September, the beverage market enters the final phase of summer peak sales, leaving only one off-season before the annual close. Facing underwhelming performance reports, beverage brands and manufacturers are anxious about how to turn things around in September-October. This article offers strategic insights on deployment and execution, drawing on consumer behavior insights and past case studies.
邢仁宝